Zuykina K.L.
Lomonosov Moscow State University, Moscow

Mudrik S.V.
Lomonosov Moscow State University, Moscow

Khomich D.A.
Lomonosov Moscow State University, Moscow

Objective of the study is to identify and characterize the key practices in the promotion of the Media Football League (MFL) in Russia.
Methods and structure of the study. The study involved five semi-structured in-depth interviews with representatives of the media league management, media football teams, and sports journalists covering the MFL competitions. All interviews were conducted between September and November 2024. The interview guide consisted of three blocks of questions, each aimed at exploring different aspects of the MFL's activities. The interviews were conducted on an anonymous basis.
Results and conclusions. During the analysis, the authors determined that YouTube and Telegram are the main media tools used to promote the MFL. Cooperation with traditional sports media is also employed. An important factor in promoting the MFL's content is its focus on its target audience. Team representatives actively engage with their audience both offline and online, sharing stories about the lives of MFL players in various media formats and organizing fan events. The authors conclude that certain elements of the media football promotion strategy can be used in the development of media strategies for professional football teams.

Keywords: sports media communications, media football league, media sports, social media, MFL clubs, promotion.

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